measurefest 17102013 nikki rae

28
GETTING GOOGLE ANALYTICS GOING FROM GET GO

Upload: analyticstraining

Post on 27-Jan-2015

104 views

Category:

Technology


0 download

DESCRIPTION

Presentation delivered at the first London Measurefest, October 2013. Check list to ensure that anaysts and marketers are managing healthy Google Analytics accounts

TRANSCRIPT

Page 1: Measurefest 17102013 nikki rae

GETTING GOOGLE ANALYTICS GOING FROM

GET GO

Page 2: Measurefest 17102013 nikki rae

Nikki Rae

GOOGLE ANALYTICS CONSULTANCYGoogle Analytics Specialist

Agencies and ClientsGoogle Analytics Trainer

@analyticsgirl

Page 3: Measurefest 17102013 nikki rae

What you See is Not Always What You Get

Page 4: Measurefest 17102013 nikki rae

Common Conundrums

Page 5: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomKeywords that you know you don’t rank for

appear in GA Organic report

When is Organic Search not Organic Search?

CauseUntracked paid search campaigns including

Adwords, Bing and Yahoo

FixCheck Adwords is auto-tagged/ manual taggedCheck any other paid search source is manual

tagged

Page 6: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomDirect traffic landing on varied pages with

difficult to remember URLs

When is Direct Traffic not Direct Traffic?

CauseWhen campaigns are not tracked

When server redirects strip manual tagging

FixSocial Media tagged?

Email Campaigns tagged?Any links in offline docs tracked?

Server set to carry over query parameters in URLs?

Page 7: Measurefest 17102013 nikki rae

Example

Obscure Landing Pages

Page 8: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomYour site is showing as a referrer to itself

When a referrer is not a referrer #1?

CauseWhen sub/ cross domains are using incorrect

or inconsistent codeRedirect is stripping away cookie information

for cross domain URLs

FixUse Google Tag Assistant

Manually view the source codeTest the code using GA Tracking Code

Debugger

Page 9: Measurefest 17102013 nikki rae

Example

Sub domain e.g. blog.futureinsightanalytics.comCross Domain e.g. analyticstraining.co.uk and

futureinsightanalytics.com

View tracking source to see if code has been

amended

Page 10: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomSearch engines are showing as referrers

When a referrer is not a referrer #2?

CauseWhen Google Analytics recognises a search

engine as a website

FixManually view the referrers report for any

potential new/ obscure search enginesAdd the search engine by using code

Page 11: Measurefest 17102013 nikki rae

Example

Use _addOrganic() method

_addOrganic(newOrganicEngine, queryParamName, opt_prepend)

Page 12: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomGoogle shows in referrer report

When Google shows as a referrer?

CauseThe acquisition source Google does not mean

a visit has come via organic search or Adwords

FixManually view the referrers report

Ensure that if looking to view organic or paid traffic, the medium is organic or cpc

Page 13: Measurefest 17102013 nikki rae

Example

Actual Links on Google Sites

Page 14: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomKeywords are showing in GA that you don’t

rank for

When a Keyword is not your Keyword #1?

CauseYour tracking code is on someone else's site

FixManually view the hostname report

Use filters to ensure only traffic on your domain is going into the report

Page 15: Measurefest 17102013 nikki rae

Example

This should be your domain name

Page 16: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomThe keyword report and matched query

Adwords report are different

When a Keyword is not your Keyword #2?

CauseYou are viewing the Adwords Keyword report

rather than the matched queries report

FixIf looking for keyword inspiration from

Adwords, view the matched search query report

Page 17: Measurefest 17102013 nikki rae

Example

Broad/ Phrase Matched Keywords

Actual Keywords Typed

Page 18: Measurefest 17102013 nikki rae

When paid search campaigns are not tracked

SymptomYou have not segmented out brand traffic

When a Keyword is not your Keyword #3?

CauseYou are viewing brand search traffic in silo

FixBrand traffic is direct traffic, or direct traffic is brand traffic so ensure analyses recognises that and don’t just compare brand and non

brand traffic

Page 19: Measurefest 17102013 nikki rae

Technical Check List

Page 20: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedAre all the Pages Tagged?

Use SEO Screaming Frog or similar tool to check the

pages on your site to ensure they are all tagged

Page 21: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedSet up Internal Site Search?

If you have a search engine on your website, then set up the report in Google Analytics

Page 22: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedMaximising Output?

Ensure Webmaster Tools and Google Adwords are linked to

the account

Page 23: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedHow Many Home Pages?

Ensure you only have one home page. This can be

controlled using a search and replace filter

Page 24: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedAre you looking at the right traffic?

Using filters, remove your staff/ agency traffic via IP address and network ISP

Page 25: Measurefest 17102013 nikki rae

Check tracking code is on every page of the siteCheck the tracking code contains correct methods

for sub /cross domainsEnsure all campaigns are manually tagged

Ensure redirects are passing query parametersFor Adwords, use matched queries reportCheck hostname report for rogue domains

Use Internal Search ReportMaximise opportunities by linking GWT and

Adwords accounts with GAEnsure that pages are only being assessed once in

GA such as home pages with multiple URIs Remove your own traffic

Key Takeaways

Page 26: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedTools

Screaming Frog SEO SpiderGoogle Analytics Debugger

Google Tag AssistantGoogle Analytics URL Builder

Page 27: Measurefest 17102013 nikki rae

When paid search campaigns are not trackedFurther Education

Google’s Analytics AcademyGoogle Analytics Help Center

Google Analytics BlogGoogle Analytics Forum

Google Analytics Solutions Gallery

Page 28: Measurefest 17102013 nikki rae

Thank You